DMi Partners Announces 100% Growth in 2020 Affiliate Marketing Business
As affiliate marketing strategies gain greater adoption and are further spurred by COVID, DMi expertise stands apart.
PHILADELPHIA, February 10, 2020 -DMi Partners, a Philadelphia-based full-service digital agency with a focus on performance marketing, announced today that its affiliate marketing agency services division grew over 100% year-over-year, doubling their client roster and the division’s revenue in 2020. Additionally, DMi closed the year with a client retention rate that was 32% above industry average. The achievement was realized through DMI Partners’ work with clients across various industries, but the largest percentage of growth came from brands in the retail sector.
Affiliate marketing – which compensates third-party publishers to generate traffic or leads to products and services – has experienced a remarkable rise over the past several years as the medium has matured. The COVID-19 pandemic and associated closing of many brick-and-mortar retail locations generated an upsurge in ecommerce interest during 2020, with brands increasingly turning to non-traditional marketing avenues like affiliate to offset losses. Affiliate marketing’s performance-based nature was another attractive proposition for businesses that were hyper-conscious of budgets amidst the uncertainty of the year.
“While the circumstances of 2020 may have been the motivation for brands who had been deliberating the incorporation of affiliate marketing into their marketing arsenal, it has now become abundantly clear to companies that affiliate is a must-have marketing tactic moving forward,” said Kristina Nolan, Partner and VP of Affiliate at DMi Partners, “Affiliate revenue contribution in comparison to overall e-commerce revenue is larger than ever, with our clients’ affiliate programs making up an average of 18% of total ecommerce revenue.”
Nolan leads DMi Partners’ affiliate team, whose personnel numbers have also grown exponentially in recent years – 100% in 2019 and 216% in 2020. This trend is predicted to continue, and the agency intends to grow the department by an additional 85% in 2021 to keep pace with foreseeable demand.
To scale operations, DMi Partners is planning to execute several rounds of aggressive hiring in 2021. The leadership team will be targeting account managers and publisher development managers with extensive industry experience while continuing to grow the young talent that they have fostered through a robust internship and training program, which features transparent trajectories for promising young careers. Additionally, Nolan will be onboarding a director of publisher development who will help lead the continued growth of DMi’s publisher relationships, especially with mass media outlets and commerce contacts, where DMi has proven success.
DMi’s unique affiliate team incorporates a diverse blend of talents, including members with previous careers at affiliate network platforms, brands, publishers and other agencies. DMi attributes this medley of experience with allowing them to best support brands through an effective, holistic style approach.
“2020 is a year the demonstrated the domino effect of growth at DMi,” said Patrick McKenna, Founder and CEO at DMi Partners. “The skills and talents of our affiliate team have created growth opportunities for our clients, which have caused new clients to sign up to work with that team, which has enabled those clients to grow more quickly, which has enabled us to grow our organization, which has provided more opportunities for our team to find additional growth opportunities. It is a cycle that quickly becomes self-propagating.”
DMi Partners’ affiliate team’s track record of building and executing award-winning campaigns has spread, which has led to a significant percentage of agency new business through client and partner referrals. DMi Partners anticipates a perpetuation of this trend and is poised for significant sustained growth in 2021.
DMi Partners is a full-service digital marketing agency headquartered in Philadelphia. DMi has excelled in managing award-winning campaigns for recognized consumer, B2B and ecommerce brands since 2003. Its innovative email and affiliate management accompany an arsenal of digital services including SEO, paid search, ecommerce, branding and interactive, social media marketing and advanced marketing analytics designed to engage target audiences to drive revenue. Staffed by big agency talent and offering the personal attention and agility of a boutique, DMi has a proven track record of delivering the highest quality marketing strategy, execution and results. Learn more by visiting dmipartners.com or contact [email protected].
VP Sales & Marketing
This content was originally published here.